Total Quality Management (TQM) Leads to Sustainable Marketing. A Study on Mama Earth

Pages 166-172

10.61552/JSI.2024.04.005

Sasmita Senapati , Mousumi Panda , Subrat Kumar Parida

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Abstract Total Quality Management (TQM) is a practice which believes in a companywide responsibility towards continuous improvement and maintenance of quality with the cooperation of employees through innovation in product and technology in order to meet changing requirements of the consumers. The concept of TQM has been accepted worldwide these days. By combining quality and sustainability management, organizations make sure that the products and services that are being produced are qualitative and also these have very negligible negative impact on our environment. Also they foster social equity and preserve natural resources for the future generations which are the main aim of sustainability. The main purpose of this paper is to find out the relationship between sustainable HR practice and sustainable marketing practice of Mama Earth by implementing Total Quality management (TQM). This paper provides an insight on how one of the leading personal care brands Mama Earth imbibes the concept Total Quality Management (TQM) as a sustainable HR practice which ultimately leads to the sustainable marketing activities.
Mama Earth being a socially responsible product manufacturer is how far implementing TQM in all facets of organization, especially in Marketing the products is the objective of the study. Both secondary and primary data are collected to fulfill the above purpose. The study can further extend by studying the Impact of Sustainable marketing on consumers' loyalty.

Keywords: Total Quality management (TQM), Sustainability, Sustainable marketing, Sustainable HR practice.

Recieved: 21.07.2024. Revised: 23.08.2024. Accepted: 06.09.2024.